Mastercard's ‘Roadside Market’ aimed to drive card usage to an underbanked audience: local farmers and artisans. We hijacked Waze to bring their fresh produce and handmade goods directly to consumers.
True Name was the foundational piece for the “financial inclusion” creative strategy. What’s less known is that the idea was launched in a press release, even before we had the card bought by a bank. This helped the team led by my NYC partner Pierre Lipton make the pitch to the banks and later spread globally being adopted in more than 50 markets.
